Ryanair
RYANAIR
Introduction
This essay is initially going to analyse the LCC (Low Cost Carrier) industry and subsequently focus on Ryanair, the world 's largest low cost international carrier (figure 1). The first part of the assignment is going to apply Porter 's five forces to the above-mentioned industry, then it will look at how the company competes in such environment, referring to Porter 's generic competitive strategies. Finally it will analyse how the company delivers on these competitive strategies concentrating on its methods of growth, its value chain analysis and its management and leadership.
| |2009 | |2010 | |
|1 |Ryanair |65,282 |Ryanair |71,229 |
|2 |Lufthansa |41,515 |Lufthansa |44,460 |
|3 |easyJet |34,593 |easyJet |37,665 |
|4 |Air France |31,256 |Air France |30,882 |
|5 |British Airways |27,844 |Emirates |30,848 |
|6 |Emirates |25,921 |British Airways |26,320 |
|7 |KLM |22,333 |KLM |22,787 |
|8 |American Airlines |19,514 |Delta Air Lines |21,029 |
|9 |Cathay Pacific Airways |18,102 |American Airlines |20,356 |
|10 |Singapore Airlines |16,322 | Pacific AirwaysCathay |19,723 |
Figure 1
International scheduled passenger traffic rankings
(Source: Centre for Asia Pacific Aviation and IATA)
1 Using Porter 's five forces model, analyse the competitive
Introduction
This essay is initially going to analyse the LCC (Low Cost Carrier) industry and subsequently focus on Ryanair, the world 's largest low cost international carrier (figure 1). The first part of the assignment is going to apply Porter 's five forces to the above-mentioned industry, then it will look at how the company competes in such environment, referring to Porter 's generic competitive strategies. Finally it will analyse how the company delivers on these competitive strategies concentrating on its methods of growth, its value chain analysis and its management and leadership.
| |2009 | |2010 | |
|1 |Ryanair |65,282 |Ryanair |71,229 |
|2 |Lufthansa |41,515 |Lufthansa |44,460 |
|3 |easyJet |34,593 |easyJet |37,665 |
|4 |Air France |31,256 |Air France |30,882 |
|5 |British Airways |27,844 |Emirates |30,848 |
|6 |Emirates |25,921 |British Airways |26,320 |
|7 |KLM |22,333 |KLM |22,787 |
|8 |American Airlines |19,514 |Delta Air Lines |21,029 |
|9 |Cathay Pacific Airways |18,102 |American Airlines |20,356 |
|10 |Singapore Airlines |16,322 | Pacific AirwaysCathay |19,723 |
Figure 1
International scheduled passenger traffic rankings
(Source: Centre for Asia Pacific Aviation and IATA)
1 Using Porter 's five forces model, analyse the competitive
References: Porter, M E (1985) Competitive Advantage, New York: Free Press Capon, C (2008) pg Clarke, J (2010) Ryanair guilty of misleading ads, The independent, 14 July. Cavendish, C. (2006) A policy that pretends we can all fly on the cheap is a policy that won’t fly, The Times, 5 January.